As if being a pop diva wasn’t enough, Beyoncé is now looking to become a fashion powerhouse. Mrs. Carter has partnered with clothing mega brand Topshop to produce a line of athletic fashion-inspired street wear. Although fans have been disappointed the singer’s new line isn’t available for the holiday season as Beyoncé promised, the clothing is now promised for April 26, 2016, reports the Mirror.
Last year, Beyoncé and Topshop announced their partnership, which will go by the name Parkwood Topshop Athletic Ltd. Along with Topshop, Beyoncé will offer shoes, clothing, and accessories appropriate for any occasion, from the gym to the clubs, and to the street, reports the Huffington Post.
Naturally, Beyoncé fans are lined up around the figurative block to get in on the goods. Since Beyoncé is a fashion maven herself, fans are panting to learn what the threads will look like, but Beyoncé hasn’t quite let us in on the secret yet.
Interestingly enough, the deal Beyoncé struck with the iconic company isn’t your typical celebrity endorsement deal. According to the Huffington Post, Topshop has worked with notable celebrities before on endorsement deals, such as Kate Moss and reality stars Kendall and Kylie Jenner.
With Beyoncé, Topshop took the deal a bit further, and both Beyoncé and Topshop owner Phillip Green claim “[t]his is not a collaboration.” Instead, Beyoncé is working on “building a brand and building a business — a separate, proper business” with the clothing producer.
The Huffington Post reports that Beyoncé and the company will split the profits equally, a rare move in a world where celebrity endorsements don’t usually involve profit sharing.
This is not the first time Beyoncé has ventured into fashion. In 2006, Beyoncé started her own fashion brand called House Of Dereon with her mother, Tina Knowles.
Working with an established designer is a different move, and Beyoncé has “always loved Topshop for their fashion credentials and forward thinking,” the singer said in a statement on the Topshop website. Beyoncé confirmed that this is not a typical celebrity endorsement.
In her online statement, Beyoncé said she is “looking forward to participating in all aspects of this partnership.” The name alone, Parkwood Topshop, proves this is a different type of deal. Beyoncé, ever business savvy, has her own management company, Parkwood Entertainment, which as lent part of its name to the new fashion powerhouse.
According to the Mirror, Beyoncé and Topshop will produce “a global sportswear infused line” which will be inspired by “technical” fashion. In her online statement, Beyoncé gave a glimpse of the clothing she will create, which includes “a technical and fashion-led collection.” Beyoncé has confirmed it will be for “women who go to yoga or the health club, as well as those who just want to look as if they do.”
Why did Topshop want to partner with Beyoncé? According to Green, Beyoncé is “one of the most hard-working and talented people in the world” and “as fashion inspired fitness develops,” the fashion brand wants to be at the forefront of the emerging trend.
In an online statement, Green confirmed that Topshop knows fashion-inspired fitness “is right in our customers’ heartland,” and only Beyoncé can help develop the right look and feel for their new clothing line. The Mirror reports that because Beyoncé “spends many hours of her life dancing, rehearsing and training,” she is the perfect partner for Topshop.
Beyoncé has “a unique opportunity to develop this category” along with Topshop, and obviously put money in her own pocket.
Topshop and Beyoncé have confirmed the new fashion inspired fitness clothing line will be available to purchase starting April 26, 2016.
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